Setyawan, Andhy (2014) THE ROLE OF MESSAGE FRAMING AND INVOLVEMENT IN PROMOTING POSITIVE ATTITUDE OF USE ORGANIC PRODUCTS: A CONCEPTUAL FRAMEWORK. In: Proceeding 11th International Annual Symposium on Management. Department of Management Faculty of Business and Economics Universitas Surabaya, Surabaya.
Preview |
PDF
THE ROLE OF MESSAGE FRAMING_ABSTRACT_2014.pdf Download (1MB) | Preview |
![[thumbnail of THE ROLE OF MESSAGE FRAMING_2014.pdf]](/style/images/fileicons/application_pdf.png) |
PDF
THE ROLE OF MESSAGE FRAMING_2014.pdf Restricted to Repository staff only Download (1MB) | Request a copy |
Abstract
The low consumption of organic compared to conventional products is one of the practical problems faced by marketers in the area of marketing of green products. The high price and availability of organic products are perceived by consumer as the biggest obstacle to consume it. Marketing communication to provide education to the consumer is one way that can do by marketers to encourage a positive attitude towards the use of organic products. The message framing in advertising on organic products can be used as a form of marketing communication. Based on prospect theory and the Elaboration Likelihood Model (ELM), this article aims to provide a conceptual framework of the role of message framing and the level of consumer involvement in persuasion effect the use of organic products.
| Item Type: | Book Section |
|---|---|
| Uncontrolled Keywords: | organic products, attitude, message framing, involvement |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Eko Setiawan 194014 |
| Date Deposited: | 07 Jul 2015 07:30 |
| Last Modified: | 07 Jul 2015 07:30 |
| URI: | http://repository.ubaya.ac.id/id/eprint/24896 |
Actions (login required)
 |
View Item |
